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Search Engine Optimisation for Social Marketing
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Author(s): Gonzalo Díaz Meneses (University of Las Palmas de Gran Canaria, Spain), Sol Castellanos Pérez Lasala (University of Las Palmas de Gran Canaria, Spain)and Maica Amador-Marrero (University of Las Palmas de Gran Canaria, Spain)
Copyright: 2024
Pages: 28
Source title:
Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Source Author(s)/Editor(s): Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)and José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8984-0.ch005
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Abstract
Social marketing is among the scientific disciplines whose professional and scientific institutions have grown significantly in recent years. However, there are still only twelve national and regional institutions worldwide whose online presence must be made more visible insofar as the keyword ‘social media marketing' shadows it. Moreover, when labelled correctly as ‘social marketing associations,' there is less visibility than other professional associations concerning the same social problems. Therefore, the present chapter sets out the objective of analysing the main SEO metrics of the most important social marketing associations worldwide. With this aim in mind, this book chapter is divided into five sections. Firstly, there is an introduction to set out the research objectives. Secondly, a section on theoretical systematisation. Thirdly, a methodological section. Fourthly, the authors share the empirical evidence obtained and answer the research questions. Fifthly, we indicate the practical implications. Finally, it acknowledges the limitations and suggests future lines of research.
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